Professional Documents
Culture Documents
A game-concept document expresses the core idea of the game. It's a one- to two-page document that's
necessarily brief and simple in order to encourage a flow of ideas. The target audience for the game
concept is all those to whom you want to describe your game, but particularly those responsible for
advancing the idea to the next step: a formal game proposal.
Typically, all concepts are presented to the director of product development (or executive producer)
before they get outside of the product development department. The director will determine whether or
not the idea has merit and will either toss it or dedicate some resources to developing the game
proposal.
The director might like the concept but still request some changes. He or she may toss the concept
around among the design staff and producers or open it up to the whole department or company. The
concept can become considerably more compelling with the imagination and exuberance of a wide
group of talented people.
A game concept should include the following features:
Introduction
Background (optional)
Description
Key features
Genre
Platform(s)
Concept art (optional)
Introduction: The introduction to your game concept contains what are probably the most important
words in the document - these words will sell the document to the reader. In one sentence, try to
describe the game in an excited manner. Include the title, genre, direction, setting, edge, platform, and
any other meaningful bits of information that cannot wait until the next sentence. The edge is what's
going to set this game apart from the other games in the genre. For example:
"Man or Machine is a first-person shooter for the PC that uses the proven Quake II engine to thrust
players into the role of an android space marine caught up in the epic saga of the interstellar techno-
wars of the thirty-seventh century."
Breaking the introduction up into several sentences for the sake of clarity is acceptable. Just know that
the longer your introduction, the more diluted your vision will seem.
Background (optional): The background section of your game concept simply expands upon other
products, projects, licenses, or other properties that may be mentioned in the introduction; so it's
optional. The background section is physically separated from the introduction so that readers can skip
it if they already have the information presented. But the background section is important for licensed
properties and sequels and concepts with strong influences from previously released titles in the same
genre. If you intend to use an existing set of code or tools or to license a game engine, then describe
these items and their success stories here.
Description: In a few paragraphs or a page, describe the game to the readers as if they are the players.
Use the second-person perspective -- "you." Try to make this section an exciting narrative of the
player's experience. Encompass all the key elements that define the core game play by describing
exactly what the player does and sees. Avoid specifics such as mouse-clicks and keystrokes, but don't
be too vague. You want the readers to become the player's character. Hover your detail level right
above the GUI interaction. You would say something such as, "You scan your tactical radar and pick up
two more bogies coming up the rear," instead of "You click on your tactical radar button and the
window pops up revealing two bogies coming up the rear." The description section should make the
content and entertainment value of the game obvious and convincing.
Key features: Your game concept's key features section is a bullet point list of items that will set this
game apart from others and provide goals to which the subsequent documentation and implementation
should aspire. It's a summary of the features alluded to in the description. These bullet points are what
would appear on the back of the game box or on a sell sheet, but include some supporting details. For
example:
"Advanced Artificial Intelligence (AI): Man or Machine will recreate and advance the challenging and
realistic AI that made Half-Life game of the year."
Determining how many features to list is a delicate balancing act. Listing only one or two key features
is a bad idea if you're doing anything more complex than a puzzle game; listing more than a page of
features implies that the project would be a Herculean task and may scare off the bean counters. Listing
too few features might sell your concept short; listing too many waters down the concepts' strongest
features.
Keep in mind that you need not list features that are given, such as "great graphics" and "compelling
music," unless you really think such features are going to be far superior to those of the competition.
Great graphics, compelling music, and the like are the understood goals of every game project. On the
other hand, if the particular flavor of graphics and music provides your game with an edge in the
market, then you should spell that out.
Genre: In a few words, define the game genre and flavor. Use existing games' classifications from
magazines and awards as a guide. For example, you could choose one of the following: sports, real-
time strategy, first-person shooter, puzzle, racing simulation, adventure, role-playing game, flight
simulation, racing shooter, god simulation, strategy, action-strategy, turn-based strategy, side-scrolling
shooter, edutainment, or flight shooter. Then you can refine your game's niche genre with these or other
words for flavor: modern, WWII, alternate reality, post-apocalyptic, futuristic, sci-fi, fantasy, medieval,
ancient, space, cyberpunk, and so on.
Platform(s): In a few words, list the target platform(s). If you think the game concept is applicable to
multiple platforms, you should also indicate which platform is preferred or initial. If you intend
multiplayer support on the Internet, indicate that as well.
Concept art (optional): A little bit of art helps sell the idea and puts the readers in the right frame of
mind. Use art to convey unique or complex ideas. Screen mock-ups go a long way to express your
vision. Art for the game concept may be beyond most employees' capabilities, so requiring it would
limit the number of submissions; thus, it is optional. If a concept has merit, the art can come later from
a skilled resource. Often art from previous projects or off of the Internet will jazz up a document. Just
be careful with any copyrighted material.
Common Mistakes
Here are some common mistakes that developers make in creating a game concept:
The concept is totally off base or inapplicable to the company's current plans. If you don't want
to waste your time writing up concepts that get tossed, find out what the company in question is
looking for and keep an ear to the ground for opportunities with which your idea may be a good
fit.
In terms of resources, the document asks for the moon. Try to keep your concept within the
realm of possibility. Keeping the budgets down by suggesting existing tools or properties to
reuse is helpful. Limit your ideas to that which can be accomplished in a timely fashion and
with a reasonable budget. Limit experimental technologies to one area. Don't suggest
revolutionary AI as well as a new, state-of-the-art 3D engine. If you are being solicited to
produce the game concept, find out what the time frame and budget expectations are first.
The document lacks content. Simply saying, "It's Command & Conquer meets MechWarrior
where you order your 'Mechs in tactical combat," is insufficient. Your description has to explain
the actions that the player will perform and make them seem fun. A good description might
read, for example, "You order your 'Mech to fire at point-blank range on the exposed right torso
of the Clan MadCat OmniMech." This kind of descriptive content will help mitigate
misinterpretations of the core game play that you envision.
The game isn't fun. A useful exercise is to break down all of the player verbs (such as shoot,
command, run, purchase, build, and look) and envision how player performs each. Then, for
each verb, ask yourself if it's fun. Then ask yourself if the target market would find it fun. Be
objective. If the action that the player takes isn't fun, figure out another action for the player to
take that is fun or drop the verb entirely.
The game-concept document employs poor language and grammar. Don't make yourself look
like an ass or an idiot. Check your grammar and spelling and avoid four-letter words and sexual
innuendo. You don't know who will ultimately read your document or whom you might offend
with some particularly expressive words. Even the macho, politically incorrect, culturally
insensitive, slang-using manager with whom you exchange dirty jokes over a beer at lunchtime
can get quite sensitive with documented verbiage.
The designer gives up. Don't give up submitting ideas. You never know when one of them will
take off. Persistence pays off, believe me.
Market analysis: The marketing department and/or a market research firm, assuming your company
can afford it, should compile this information. If you are compiling this information yourself, you
should try to avoid pure guesses on numbers. Look for info on the Internet (www.gamestats.com is a
good source) and use existing hits in the same genre as indicators for market performance.
Target market: The target market is defined by the genre and the platform, issues that have been
already addressed in the concept document. You can qualify this definition by mentioning
specific titles that epitomize this market. The most successful of these titles will indicate the
viability and size of the market. Also mention the typical age range, gender, and any other key
characteristics. If this game involves a licensed property or is a sequel, describe the existing
market.
Top performers: List the top performers in the market. Express their sales numbers in terms of
units, breaking out any notable data-disk numbers and any successful sequels. Include their ship
date. You can be vague -- Q1 1998 or spring 1998. This research can go way back, so present
your data in chronological order.
List their platforms if they vary from the platform for the proposed game. However, because the
markets change depending on the platform, you should always present some title of the same
genre on the target platform, even if it didn't perform as well as the others. Such data may
indicate a sluggishness for that particular genre of games on the platform. For example, turn-
based strategy games may have great sales on the PC platform, but have terrible numbers on the
Sony PlayStation. This list of top performers should indicate this discrepancy if you're doing a
turn-based strategy game.
Feature comparison: Break down the selling features of these top performers. Compare and
contrast them to the key features described in the concept document. Try to provide some
specifics. For example:
Tactical Combat: In Command & Conquer, Dark Reign, and Myth, you order your units to
attack specific targets and move to specific places or ranges for an advantage. Most units have a
unique strength and weakness that become apparent during play, thus encouraging you to
develop superior tactics. Tanktics has a wider variety of orders to allow you to apply superior
tactics, such as capture, ram, and hit-and-run. Unit position and target selection become even
more important due to terrain, movement, and range bonuses; firing arcs; and soft spots in rear-
and side-hit locations. All of the units have distinct weaponry, armor, and speed to differentiate
their strengths and weaknesses and encourage tactics. Not only do you learn to master these
tactics over time, but you can also script these tactics into custom orders.
Technical analysis: The technical analysis should be written by a seasoned programmer, preferably the
technical director or a lead programmer, and then edited and compiled into the proposal. Reviewers of
this proposal will use this technical analysis to help them make their decisions. Be honest; it will save
you a lot of grief in the end. Overall, this analysis should make the reviewers optimistic about the
game's chance of succeeding.
Experimental features: Identify the features in the design that seem experimental in nature, such
as untried or unproven technologies, techniques, perspectives, or other unique ideas. Do not
include features that have been proven by existing games, even if they are new to the
development team. For example, if the team has never developed a 3D engine, don't list it as
experimental. Rather, list it in one or more of the other categories in the technical analysis
section. On the other hand, if your development team is working on a 3D engine using the
theoretical system of quads, then this effort should be listed as experimental. Of course, by the
time you read this article, quads could be in common use.
Include an estimate of the time that it will take to bring the experimental feature to an
evaluation state, as well as an overall time estimate for completing the feature. Experimental
areas generally need more time in the schedule, so the more experimental features you list, the
longer the schedule will be. While some companies shy away from such 18- to 24-month
projects, many see these experiments as worthwhile investments in creating leading-edge titles.
So tell it like it is, but don't forget to tell them what they will get out of it. Make them feel
comfortable that the experiments will work out well.
Major development tasks: In a paragraph or a few bullet points, make clear the major
development tasks. Use language that non-technical people can understand. Major means
months of development. Give a time estimate that assumes that you have all of the resources
that you'll need to accomplish the task. You could also give an estimate of the resources that
you'll need. For example:
"Artificial Intelligence Script Parser: Three to four months with two programmers. The parser
reads and compiles the AI scripts into lower-level logic and instructions that are executed at
run-time."
Risks: List any technical risks. If you don't foresee any technical risks, by all means say so.
Risks are any aspect of research and development that will cause a major set back (weeks or
months) if they fail. List technologies that, though they've been proven to work by competitors,
your company has never developed or with which your company has little experience. List, for
example, real-time strategy if your team has never developed a real-time strategy game before;
or 3D rendering if this is your first foray into 3D. List any of the major development tasks
mentioned previously if you perceive any risk. All untried off-the-shelf solutions (3D engines,
editors, code libraries and APIs, drivers, and so on) should be listed as risks because they may
end up not fulfilling your particular needs. Any development done by an outside contractor
should also be listed, as that's always a big risk. When assessing risks, you should also indicate
the likely impact that fixing or replacing the technology will have on the schedule. Indicate the
time in weeks or months that the ship date will slip. List the time impact on specific resources.
List any new resources (people, software, hardware, and so on) that would be required to fix it.
This section may seem pessimistic, but it creates a comfort level for your document's reviewers
- they will come away with the impression that the game implementation is under control,
especially if they can perceive these risks themselves. Plus you'll have the opportunity to say,
"You can't say I didn't warn you."
Alternatives (if any): Alternatives are suggestions for working around some of these
experimental or risky features and major development tasks. By presenting alternatives, you
give the reviewers options and let them make the choices. List anything that might cost more
money or time than desired but might have better results, or vice versa (it may cost less money
and time but it may have less desirable results). Whatever you do, be sure to spell out the pros
and cons.
Estimated resources: List the estimated resources: employees, contractors, software, hardware,
and so on. Use generic, industry-standard titles for people outside of the company: for instance,
the publisher or investor who might read your document. List their time estimates in work
months or weeks. Ignore actual costs (dollars), as that comes later.
Estimated Schedule: The schedule is an overall duration of the development cycle followed by
milestone estimates, starting with the earliest possible start date, then alpha, beta, and gold
master.
Legal analysis (if applicable): If this game involves copyrights, trademarks, licensing agreements, or
other contracts that could incur some fees, litigation costs, acknowledgments, or restrictions, then list
them here. Don't bother mentioning the necessity of copyrighting the game's title or logo, as these are
par for the course and likely to change anyway.
Cost and revenue projections: The cost and revenue projections can be done in conjunction with the
finance and purchasing departments. This data should give the reader a rough estimate of resource costs
based on the technical analysis's estimated resources.
Resource cost: Resource cost is based on the estimated resources within the technical analysis.
Employee costs should be based on salaries and overhead, which the finance or payroll
department should provide. You can list these as average by title or level. Any hardware or
software that you purchase should be listed as well, even if it will ultimately be shared by other
projects or folded into the overhead budget. Use a table or embedded spreadsheet as it is easier
to read and edit. For example:
Total: 15,600
Additional costs (if any): This section is an assessment of additional costs incurred from
licensing, contracting, out-source testing, and so on.
Suggested Retail Price (SRP): You should recommend a target retail price before your game
goes in the bargain bin - pray that it does not. The price should be based on the price of existing
games and an assessment of the overall value being built into the product and the money being
spent to develop and manufacture it. Of course, your distributors will likely push for a lower
sticker price or work some deals to use your game in a promotion that will cut the price even
further, but that will all be ironed out later. Keep in mind that the higher the sticker price, the
lower your sales, especially in a competitive genre where there's not as much demand as supply.
Revenue projection: The revenue projection should show pessimistic, expected, and optimistic
sales figures using the costs that you've already outlined and the suggested retail price. Other
factors, such as marketing dollars and company overhead, should be left out of the picture as
these are subject to change; if a minimum marketing budget is known, however, then you
should certainly factor it in. Often the revenue projection is best represented with a pie chart or
a bar chart. Be sure to indicate with an additional wedge or bar the costs incurred from any of
the risks described in the technical evaluation and show totals with and without the risk
assessment.
Art: If your game concept did not include any art, then the game proposal certainly should. The art
should be created by skilled artists. Dispose of or replace any of the art in the concept document that
was not created by the artists. The art will set the tone for the game. Assume that the readers may only
look at the art to evaluate the proposal, so be sure that it expresses the feel and purpose of the game.
Include a number of character, unit, building, and weapon sketches, in both color and black and white.
Action shots are great. Include a GUI mock-up if your game is a cockpit simulation. Be sure to have
good cover art. Paste some of the art into the pages of the documents, as it helps get your points across
and makes the documents look impressive.
Presentation: The whole proposal, including the revised concept document, should be printed on sturdy
stock and bound in a fancy report binder along with copies of the art. This document is to be presented
to business people - you know, those people who walk around your office wearing fine suits to contrast
with the t-shirts and cut-offs that you normally wear. Don't forget that you're proposing a major
investment, so make the proposal look good and dress well if you're going to handle the presentation.
Preparing a slide show in a program such as Microsoft Persuasion is helpful for pitching your key
points and art.
Common Mistakes
Some common mistakes in preparing a game proposal include:
The analysis is based on magic numbers. Try to back up your numbers by listing your sources or
explaining how you came up with them. Watching a producer pull some numbers from thin air
and throw them in the document is almost laughable.
The proposal is boring. This is a selling document. Don't bore the readers. Give them facts, but
make these facts exciting, concise, and convincing.
The proposal fails to anticipate common-sense issues and concerns. You should find out what
this proposal is up against -- other proposals, competitive products, financing concerns, cost and
time expectations, game prejudices, and historical mishaps. Your proposal will stand a much
better chance of being approved if it addresses these issues preemptively rather than getting
besieged by them during the review process.
The proposal writer is overly sensitive to criticism. My experience might be unique, but don't be
surprised if the major promoter for your game proposal decides to play devil's advocate. Make
sure your proposal is solid. Believe in it and remain confident, and you'll weather the criticism
and make believers out of those reviewing your proposal.
The proposal writer is inflexible to changes to the game. Often during the process of gathering
research or receiving criticism from the review committee, some reasonable suggestions will
arise for changing or scaling back the design. Game development is a collaborative process.
Take the feedback and change the design, or the game could die right there. The key word here,
as tattooed on the arm of my buddy who served in the Vietnam War, is transmute. He had to
transmute to stay alive and keep going, and your game idea may have to do the same.
Asset Revelation Schedule: This should be a table or spreadsheet of what level the game’s assets are
to be revealed to the player for the first time. There should be a row for each level and a column for
each general type of asset. Assets include power-ups, weapons, enemy types, tricks, traps, objective
types, challenges, buildings and all the other game play elements. The asset revelation schedule ensures
that assets, the things that keep the players looking forward to the next level, are properly spaced and
not over or under used.
If it’s important to the game that certain assets stop being used, then the schedule might be better drawn
as a Gannt chart with lines indicating the availability of assets. This gives the level designers a guide to
what assets they have to work with so they don’t ruin their level or anyone else’s.
Level Design Seeds: These are the seeds for the detailed paper designs to follow. Detailed paper
designs at this point are less legitimate and unlikely to survive intact. Designs created after the
designers have had time to experiment with the tools and develop the first playable level are much
more likely to succeed. It’s best to just plant the seeds for each level with a description of the goals and
game play and where it ties into the story (if applicable). A thumbnail sketch is optional, but very
helpful if the designer already has a clear idea of what he or she wants. Be sure to list any specific
requirements for the level, such as terrain, objectives, the revelation of new assets, and target difficulty
level.
Common Mistakes
Here are some common mistakes to look out for:
Insufficient details: The descriptions need to be specific enough to convey intent and function.
Avoid using vague terms unless you follow up with specifics.
Patronizing material: You wouldn’t give a chef a recipe that told him how to make a marinara
sauce, so you don’t tell artists how to manage their 256 color palette or programmers how to
define a particular data structure. Just list the facts important to the vision. Not only does it
waste their time (and annoy them), but it wastes the writers’ time. Such details are more
appropriate for the technical specification anyway, which is written by the programmers.
Ambiguous or contradictory material: Watch for this. It clouds the vision, creates
misunderstandings, and invalidates the functional specification.
The Design Document from Hell: Nothing stupid, nothing ambiguous, nothing lacking – it just
is too damn much. Try to keep a mental total of how long the design is going to take to
implement when fleshing out the specification. Cut extraneous, non-essential features and save
them for the sequel; or be prepared to argue the merits of keeping the features and extending the
ship date.
Getting too personal with the design: You are not your work. Your personal boundaries should
not include the design. As I have stressed throughout this document, game design is a
collaborative process. While you want people to take ownership and responsibility for their
work, the functional specification should have joint ownership. This keeps people from feeling
isolated and more a part of the process, and it makes the documents feel less like marching
orders and more like a plan. The team members are also much more likely to read something
that they helped put together. Criticism is then aimed at the design not the documentors who put
is all together; thus making the team more comfortable and productive in offering their
criticism.
Wandering vision: This may happen as you write the functional spec. Even with a good
concept document and proposal championing the vision, there’s still some room for
interpretation. Creative folks have a wandering imagination and may be influenced strongly by
whatever game they may be playing at the moment.